Qualitative Analysis Business Decisions

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: 5 Whys Analysis: Template & Overview

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:03 What Is Qualitative Analysis?
  • 0:56 Analyzing Management Quality
  • 1:52 Analyzing Brand Image
  • 2:54 Analyzing Customer…
  • 3:48 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed
Lesson Transcript
Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Do you want to know how qualitative analysis can help benefit your company? We will learn how qualitative analysis helps determine management quality, brand awareness, and customer satisfaction.

What Is Qualitative Analysis?

Do you ever wonder if you are doing the right thing with your business? Qualitative analysis, performing evaluations using non-measurable data, allows you to determine this not by using numerical data but by analyzing how well you're doing in management, brand awareness, and customer satisfaction. Qualitative analysis helps give insight into the immediate feelings of employees and customers, as well as how they feel about their overall experience. It helps you determine what emotionally connects them to your products.

If you were to just look at statistics on how many sales you have had, or how much money you have made, you wouldn't be able to see the emotional attachment customers may have to your product. As an owner, you want to know how your employees and customers feel about your company. By using qualitative analysis, you can get an inside look into the emotions of your customers and how employees feel about their job.

Analyzing Management Quality

There is no specific numerical data that can determine whether you have a good manager working for your company - that's why we use qualitative analysis. The trick to determining your company's management quality involves talking to employees and looking into customer complaints. Asking employees how they feel about management is essential. Employees should feel comfortable communicating with management, and management should be there to build employees up, not tear them down. Your management team is the ultimate leader; if they are not strong leaders, it will affect how the employees perform.

Imagine you own a hardware store. You start to receive customer complaints about a manager named John. When you meet with John, he seems friendly. But when you talk to your employees, they tell you John is not professional and does not treat customers with respect. As an owner, you have to sit down with John and explain to him this will not be tolerated. All of your employees and customers should be respected.

Analyzing Brand Image

Brand image is what customers think about your company. You want to dig deep and determine what connects your product to customers on an emotional level. Brand image is vital to your business because it helps your customers have positive feelings toward your products and, thus, hopefully keeps them coming back. It should be your goal to have consumers walk away with a good feeling because they were able to use a unique product. Creating a marketing campaign helps you build your brand image around your product message. Customers have the ultimate say about your brand, but marketing allows you to try to create that emotion you want attached to your product.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account